As the demand for personalization increases, a crowdsourcing strategy that taps into specialized communities of influencers can help marketers meet the challenges of creating more personalized content quickly and economically.
By rewarding consumers for their participation in an email campaign, brands can hold their attention while also achieving marketing goals. Papa John's recently launched an email campaign that rewarded successful football predictions with a 50% discount, while Zizzi used an online board game instead of email vouchers to boost social sharing and email clicks.
American adults will spend almost three hours and 50 minutes per day watching TV this year, a drop from 2012's four hours and 37 minutes, eMarketer reports. Time spent on mobile will increase to three hours and 35 minutes per day in 2018 and will rise to three hours and 43 minutes next year, surpassing TV's three hours and 42 minutes, the company forecasts.
Brands must reflect a strong vision, exhibit their values and have a distinct personality, writes Alan Siegel, who offers 10 tips for marketers such as the authentic communication of a brand's conscience and being nimble enough to respond immediately to criticism. Ultimately, "all organizations with a distinctive voice have a visionary leader who is unwilling to compromise the brand's core values," he writes.
Instagram has unveiled its long-form video app and hub, IGTV, which lets creators post videos up to 60 minutes long in vertical, full-screen view. The move challenges both YouTube and Snapchat, writes Sahil Patel, and if the company gets the revenue model right, with the platform's "1 billion monthly users now, Instagram and IGTV will be hard to ignore," Patel writes.
The California Academy of Sciences has created five Snapchat lenses that showcase the institution's planetarium show, "Expedition Reef." "After some experimentation, we quickly found that the joy of holding a virtual nudibranch in the palm of your hand, or seeing a green sea turtle swim around you, made these lenses irresistibly fun to use," said animator Ken Ackerman.
Facebook Messenger has added video ads in users' inboxes, which, when scrolled over, play automatically. The app's 1.3 billion monthly active users aren't allowed to opt out of the ads being served to them, but users can hide the ads via an icon.
Advertisers will be able to experiment with and test their ads on YouTube using a new AdWords tool from Google. The Video Experiments tool will allow real-time trials and offer results in as little as three days, while another tool will facilitate audience segmentation and measure retention.
Ad-blocking, blockchain-enabled browser Brave is trialing an ad format that rewards consumers for viewing them, with Dow Jones Media Group signed on as a testing partner. The trial employs the company's micropayments offer, Basic Attention Token, and "[w]hen the Brave ad system becomes widely available, users will receive 70% of the gross ad revenue, while preserving their privacy," Brave said in a statement.
Oracle is adding voice interfaces to all its apps and bringing all its software-, platform- and infrastructure-as-a-services under one data center umbrella. "This consolidation of all three categories of cloud services ... into a single standard data center, allows us to share assets while giving significant economies of scale," Chief Technical Officer Larry Ellison said in a Q4 earnings call.